Calling the purchase a ‘game changer’, Robb added: ‘Agencies will need to up their game as the intelligence coming through the system will be going to their clients, and consultants will need to react quicker than ever. It will also put a lot more power in comms directors' hands.’

Access to Yatterbox across both online and mobile platforms will be free while the service is enhanced further in the next three to six months.

Yatterbox founder Matt Freckelton and chief technology officer Mark Hudghton have joined Cicero as part of the deal.